The Cannes Lions festival is one of the most important international indicators for professionals in the creative communications industry. Throughout the past few years there are a rising number of submissions and award winners coming from emerging and developing countries. This fact is...

The Cannes Lions festival is one of the most important international indicators for professionals in the creative communications industry. Throughout the past few years there are a rising number of submissions and award winners coming from emerging and developing countries. This fact is...

The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...

Dieser Aufsatz analysiert den Zusammenhang von Internal Branding und dem Einsatz von Social Software in Unternehmen. Das Ziel ist zu klären, ob Wikis dazu beitragen können, dass sich Mitarbeiter aktiv zur Marke bekennen oder ob sie diese gar gefährden. Zunächst werden zwei Modelle für...

Bei vielen Aktivitäten und Maßnahmen, die von Unternehmen unternommen werden, ist der Nachweis von Sinn und Nutzen eine zentrale Herausforderung. Der Creating Shared Value-Ansatz von Michael Porter und Mark Kramer stellt in dieser Hinsicht keine Ausnahme dar: Die Erfolgsmessung der...

Recommendation systems are a key functionality in e-commerce environments and play a significant role in improving customer loyalty. The quality of the given recommendations is being influenced especially by the amount and the quality of the personal information about the individual customer...

Search engines like Google have a large influence on the visibility and the number of visits of e-commerce websites. A website's position within the ranking of a search engine is determined by complex algorithms. Typically, the exact operations that are being processed are not known to the...

Since the 1960s, people dream to enrich the reality with virtual elements. Today, technologies like Smartphones are widely available and grant easy access to Augmented Reality services. This article examines the usefulness of Augmented Reality as a tool for customer services that go beyond funny...

Children play a key role when it comes to their parents' buying decisions. It is obvious that this is an important fact for brands and their products. For strong brand-consumer-relationships it is very interesting to start building this relationship as early as possible and ethically acceptable....

For a long time-period, continuity has been one of the most important rules for successful brand management. Contrariwise, modern media such as the internet and apps have accelerated marketing and brand management to a scenario that requires real-time-interactions with customers, competitors and...